CMO, CIO? You need an MOO

Gartner predicts that by 2017 the average technology budget of a CMO (Chief Marketing Officer) will be larger than a CIO’s budget. Yawn, another crazy prediction that’s counterintuitive and focuses too much on IT spend without taking into account the bigger picture. I suppose we should actually just merge the CIO and CMO into one role and give that person responsibility for both….shouldn’t we ? But hang on, here’s another half-baked suggestion. What if the CMO rather than swallow the IT budget became Operationally responsible as well ?

Not such a mad idea as you might think. In my recent article Social vs Social I suggested that there needs to be closer alliances and input from Marketing into business process design, that understanding the marketing, media and engagement models of the social ecosystem and transposing those across business processes will actually help improve process design from a social viewpoint. So what does this have to do with cows ?

MOO is the new Marketing Operating Officer you’ll be hiring by 2017. The emergence of social media input into the operations world may create a different type of skillset, one which understands both business operations and marketing and that using the amalgamated knowledge of both worlds creates the social enterprise experience completely end to end, from internal to external.

The pure focus on IT budget is an excuse to ignore the real business issues being faced as a company tries to transition from being an inward navel gazing entity to a full-on engagement powerhouse. Yes, the technology aspect cannot be ignored and that the Internet and how we engage using new platforms and automated solutions is changing the Marketing role and control of the budget but you can’t escape the fact that the only people crazy enough to take an organisation on that journey will be the ones who know the shop floor and the content creation facets of the business with the understanding of how to merge the two together.

The analysts are only giving you half the picture but then they were always a bit mad anyway.

This article first appeared on BPM Redux and has been lightly edited.

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Categories: Marketing

Author:Theo Priestley

"I had more creative ideas from Theo in 6 months than I have had in 6 years from most people." Theo Priestley is one of the most recognised independent technology industry influencers and evangelists, ranking in the Top 100 thought leaders across Virtual/ Augmented Reality, FinTech, Artificial Intelligence, Big Data, Internet of Things and future trends. Theo has written insights for Forbes, Wired, The European Magazine, Venturebeat to name a few, and has been interviewed for many online publications including the BBC on his thoughts on technology and the future. A regular paid keynote speaker and panelist at conferences and events, Theo is engaged for his forthright views and isn't afraid to challenge conventional thinking and the marketing hype surrounding the industry when presenting, never pulling punches to get the message across on how technology can be applied to improve business and the customer experience. He has also successfully organised and run TEDx and Ignite events. Highly active across social networks, he sits in the Top 1% for social media engagement on Kred and Klout and is constantly sharing articles and his analysis that he feels his audience would be interested in. Theo is also active in the startup community, mentoring within UK and US accelerators and sits on a number of advisory boards. Former VP and Chief Technology Evangelist at a Top 25 European enterprise software company with a career spanning both innovation strategy and delivery of software and business change in Financial Services, and as an independent technology industry analyst. Follow Theo on Twitter @tprstly or connect here directly for constant insights on tech and marketing trends. • Top 1% Influencer on Kred (915) • Top 1% Influencer on Klout (70+) • 12,000+ Followers on LinkedIn • 13,000+ Followers on Twitter • Recognised Top Influencer in AI, Virtual/ Augmented Reality, Fintech, IOT and Wearable Tech, Big Data and Analytics.

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One Comment on “CMO, CIO? You need an MOO”

  1. November 15, 2012 at 9:52 am #

    Your MOO isn’t “udderly” mad: external connections to the real world and responsibility for actually delivering on promises are two of the best touchpoints to ensure genuine focus on what really matters in any organisation.
    The absence of these anchors leads to ivory-tower impracticalities in the one case and the risk of outright misrepresentation (of the much-maligned second-hand car salesman variety) on the other. One could even make the argument that more roles should be re-cast to incorporate these healthy self-limiting factors. The org chart of the future – if it even exists – may no longer be able to be represented in only 2 dimensions.

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